The importance of building a relationship with donors
Building and cultivating a relationship with your donors is essential to your ministry’s success. The truth is, she won’t keep reading your letter if she senses no reason to. She has to relate somehow to what is being shared. This is the basic, clinical definition of relationship. But the warm, human concept of relationship is what enables basic, clinical relationship to occur! If your donor reads a letter from you that engages her — that connects to the deep-down-inside-of-her person that she perceives herself to be — she’ll enter into a relationship, if only for a few moments, and allow herself to consider responding. But if what she reads from you doesn’t feel like a valuable relationship, she’ll bail out.
*Like what you just read and want to learn more? Check out, 7 Deadly Diseases of Ministry Marketing: Confessions of a Christian Fundraiser